Metropolis

Launch Strategy & Operations

Metropolis

Client Metropolis

Brief Launching a new healthcare recruiting platform from the ground up

Services Brand Strategy / Messaging / Website Design / App Strategy / User Research / Launch Support

The Background

Metropolis was created as a more affordable alternative to traditional physician recruiting. In a market where hospitals often spend $100,000–$200,000 to recruit a single physician through a high-touch, white-glove process, the company saw an opportunity to open a new client vertical through a lower-cost, technology-enabled model. Instead of paying six figures per hire, hospitals could access the platform through a $25,000 subscription.

The company had a strong concept and deep healthcare expertise behind it, but it was starting from zero: no customers, no established brand, and no clear market-facing story.

The Challenge

The founder understood the healthcare recruiting problem, but struggled to communicate the vision in a way that could guide both the market and the development team. The company needed more than a website or visual identity. It needed a clear brand, a compelling product story, and a digital experience that could translate a complex recruiting model into something credible, intuitive, and launch-ready.

Because the platform was built to serve both hospitals and physicians, the messaging and product experience also had to work for two distinct audiences with different needs, questions, and motivations.

Our Approach

Echo + Ember built the brand from the ground up over a six-month timeline. We developed the naming, tagline, and brand voice, then shaped the company’s messaging and product story so the vision could be clearly understood by both users and internal stakeholders.

From there, we designed the website, supported the product direction, and served as a strategic bridge between the CEO and the development team—helping translate the founder’s vision into a user-facing platform that could actually be built and launched. We also led user research, focus groups, and testing with both hospitals and physicians to ensure the website and app reflected the needs of both sides of the marketplace.

The launch began with a pilot involving 15 hospital networks, followed by a public release for healthcare staff.

The Outcome

Timeline 9 Months

Deliverables - Full Brand guidelines and assets

- APP UI Framework

- 1.0 App Deployment on Apple & Android

- Deployed Website and web software

- 60 second professional advertisement & 3 months of managed ad monitoring

Metropolis successfully launched from the ground up and quickly validated both its positioning and product model. In the first three months, the company doubled its hospital partnerships, grew to 300 users, and facilitated 20 successful hires.

The platform also opened a new business vertical for the parent company by creating a more accessible recruiting offer for hospitals that had previously been unable to afford the traditional white-glove service. Hospitals were able to reduce recruiting costs by an estimated $50,000–$150,000 per hire, while Metropolis expanded its market reach through a lower-cost subscription model.